Mobile Banking Behaviour of Austrians and Romanians – The Role of Espoused Cultural Values

Author(s)
Ana D. Domuta, Christine Strauss
Abstract

Mobile banking has received researchers’ attention since the appearance of mobile phones. However, applications have become a crucial factor in financial institutions’ strategy with the outbreak of the pandemic. Motivated by the lack of studies on cultural variations in mobile banking acceptance and scarce research which directly measured culture, this paper aimed at investigating how culture at the individual level of analysis impacts the relationship between technology acceptance factors and adoption intention of mobile banking applications in Austria and Romania. Data was gathered through a bilingual survey resulting in 196 Austrian and 229 Romanian participants. The moderated multiple regression analyses revealed that culture influenced adoption intention of mobile banking applications through the interaction with technology acceptance factors. The present findings have implications for future research and financial institutions’ marketing strategy of mobile banking.

Organisation(s)
Department of Marketing and International Business
Journal
CEUR Workshop Proceedings
Volume
3608
Pages
140-154
No. of pages
15
ISSN
1613-0073
Publication date
01-2024
Peer reviewed
Yes
Austrian Fields of Science 2012
502007 E-commerce, 502004 Banking management, 102013 Human-computer interaction
Keywords
ASJC Scopus subject areas
Computer Science(all)
Portal url
https://ucrisportal.univie.ac.at/en/publications/mobile-banking-behaviour-of-austrians-and-romanians--the-role-of-espoused-cultural-values(03106b62-7dde-4f67-bfdd-088d2608a2b4).html